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The economic/entrepreneurial logics of fashion blogging is embedded in the architecture of the blog itself. Blogs are time - and/or date-stamped, ordered in reverse chronological order, and published on a non-regular schedule, naturalizing the capitalist ethos of the New. Some blogs carefully record time to the second (measured by the local time of the blogger’s computer which may differ from the local time of the reader’s location), while others are less specific. Precise or general, the blog’s temporal structures naturalise and secure industrial age valuations of productivity, punctuality, and accumulation (of symbolic, cultural, and material capital) that are necessary to reproduce capitalism even in the digital age.

Thus, although the fashion blog is an ephemeral form - updated at non-regular schedules and without necessary associations of content or form between posts - the timestamp evinces that even the emphemeral has an internal logic and history. Structuring the blog’s digital temporality is a capitalist ethic wherein exact accounts of time are highly valued as a disciplined and disciplining code of gendered conduct. Bloggers have internalised this ethic…Popular fashion bloggers, in particular, are pushed to post frequently because their productivity must keep pace with the accelerated rhythms of the fashion system organised around and driven by the economic and cultural logic of the New/Now.

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Minh T. Pham “‘Susie Bubble is a Sign of the Times’ The embodiment of success in the Web 2.0 economy” Feminist Media Studies Volume 13 (forthcoming) p. 16.